After looking at the current unpackaged stores such as Lunzers in Vienna, Effecorta in Italy and Unpackaged in the UK I decided to look further into logo design and name ideas for my own proposed store.
I created a mind map of names that I could think related to the ethos of the store, things that suggest what the store does within the name. Some of them are a bit too obvious in my opinion and just wouldn't work like 'Loose' - it implies lack of control. However I quite like the names Clear, Zero and Terra. The use of a simple word to name the store seems apt as it is promoting a simple way of life.
So I took the three names forward (Clear, Zero & Terra) and decided that I will narrow them down to one name after further development and research.
I began looking at logos for some inspiration. One thing that struck me was that all of the brand identities of the current anti-packaging stores was that they were all very minimal. Perhaps as a nod towards the zero waste lifestyles they wish to lead. Only Unpackaged's logo has a visual hint towards what they do. I decided the best way forward would be to research into similar sustainable venture's logo designs and try to piece together an image for the brand.
I really loved the hand-drawn naivety of this logo design. Olive sells botanical, natural cosmetics and have reflected nature in their branding. The hand drawn type makes the brand approachable and feel organic and natural. The logo illustration again reflects this through the use of leaves. The illustration reminds me of a greenhouse, bringing thoughts of lush green plants. The whole logo builds up to an image that is very natural and organic perfectly reflecting their products.
This identity on the other hand has no organic hand drawn lines in it whatsoever. They have gone for a more minimal and clean illustration style. Roots and Bulbs is a smoothie maker so perhaps this clean style is to represent the clean eating smoothies that they sell. Also I feel like this style reflects the brand better as the sans serif type is more stable and trustworthy than a hand drawn type for example. It gives you faith in their products. The colour palette used here reflects nature also, using tones of green again connotes green fields and fresh vegetables.
Also the use of contrasting rustic materials on the menu and in store again adds to the natural vibe that they are trying to get across.
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